Having a new website, it can be hard for smaller companies to drive enough traffic to their website. Recently in my digital marketing course, we discussed a few topics that could help companies improve their SEO and allow them to be seen more when people hop online. One of the topics we discussed was using keywords to do just this. There are a few steps that should be followed to ensure these keywords are implemented correctly.
First, keywords ultimately need to be relevant. The way this can be figured out, is are the keywords directly relate to the content being searched. They should also be directly related to the products or services of that company. For example, a small coffee company should use words such as, “local coffee”, “expresso”, “iced coffee” and other obvious words that relate to the products or services themselves.
Next, keywords need to drive enough traffic to the site. A question that needs to be asked is if people are actually searching these words. If keywords are being used, but are not actually not related to a company’s product or service, it’s essentially useless. Companies can go to google.com/trends to see if keywords are trending during different time periods of the year. By doing this, companies can see which keywords would drive the most traffic and interchange them over time.
Lastly, companies need to understand that keywords have low competition. Chances are there are larger companies that have some of the same keywords and will drive more traffic since they have a larger following. There are keywords that are called long-tail keywords, which are two-word phrases. the other is fat head keywords, which is a single-word phrase. Companies can interchange these types of keywords, but there is a trade-off between them. Long-tailed keywords have lower competition but have a lower search volume.
